Ariel Matic: Dads #Sharetheload

This case study shows how Ariel, a detergent brand, continued a social campaign about gender inequality to raise brand awareness and sales in India.

Advertiser: P&G IndiaAgency: BBDO IndiaCountry: India

Objectives

India has always been a strongly patriarchal society, and brands have typically reinforced gender stereotypes down the years. As Indian society has opened up in recent years, many brands (e.g.: Nike) have started to reflect the "new" urban Indian woman; a more confident, accomplished woman boldly achieving her dreams in a male dominated society. Even so, the sacred cows persist, notably the cultural norms that exist inside Indian homes that make it the duty of every woman to be the housekeeper, to clean the house, to put food...

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